You can’t swing a Chevy Impala in this hip-hop nation without running into an Atlanta-based rapper claiming he is a hustler. In fact, the market is more than over-saturated with so-called “dope boys” from the trap. Yung Joc, the 24-year-old emcee who scored one of last year’s biggest hits with “It’s Goin’ Down,” hopes to distinguish himself from the crowd while staying true to his roots with his sophomore release, Hustlenomic$.
Last year was successful for the rapper, who got his first break at age six writing a jingle for Revlon. After that small bit of commercialization – and after “It’s Goin’ Down” was met with approval at clubs everywhere – Diddy signed Yung Joc to his label, Bad Boy South. But despite a platinum album, a Grammy nomination and a No. 1 single that spawned the famous motorcycle dance, Joc has yet to reach the level of established artists such as T.I. and Young Jeezy, his hometown heroes.
Unfortunately, Hustlenomic$ will not propel Joc into becoming one of hip-hop’s elite. Although Joc diversified his flow and recorded some catchy tracks with super-producers the Neptunes and Cool and Dre, he fails to branch out from a simplified hustler persona. As a result, Hustlenomic$ suffers from a clichéd concept and clichéd lines.
The problems with Hustlenomic$ emerge almost immediately: Its songs have been made before. On the second track, the thumping “Play Your Cards,” Joc’s voice sounds too much like T.I.’s while his delivery is too similar to Young Jeezy’s – he even attempts to jack Young Jeezy’s signature, raspy “hey” ad-lib. Joc also forces his schtick on the listener, with lyrics such as, “Call it hustlenomics/ Hustle by any means/ I got a lot of hustle/ A whole lot of schemes.” To put it mildly, Joc is beating a dead horse with this gimmick.
The uninspired tracks continue with “I’m a G,” which, due to a similar chorus arrangement, sounds like a remake of T.I.’s “I’m a King.” Joc proves he’s not one for subtlety – or originality – with “Living the Life,” which has the same laid-back, country twang as “Living the Life” from Biggie’s Duets: The Final Chapter. Lifting the idea of another song wasn’t enough; Joc had to jack the title as well.
However, Joc finally finds some new tricks in an old song with his version of Tupac’s “Dear Momma.” He shortens the song to “Momma” and spits sweet lines such as, “Raising two boys in the ghetto wasn’t easy/ She worked long hours in the rain and the freezing/ And she’d pull out the Vicks Vapor Rub when I was sneezing,” and, “I got kicked out of school/ She had to talk to my principal/ Yeah, she kicked my ass but her love is unconditional.” The honesty on this track is refreshing and unique, when compared to the rest of the album.
Joc showcases his improved flow over the unorthodox beat of “BYOB.” He spits, “Gotta make the quota/ I make it with the soda/ I chop it and sell it with the razor Motorola” at a double-time speed and also dishes out clever lines such as “Wood grain steering wheel/ With my wood all in her grill.”
Other album highlights include bouncy, amusing songs such as “Chevy Smile,” perfect for cruising; the popular single “Coffee Shop,” another ode to hustling; and “Cut Throat,” which features The Game. But these enjoyable tracks don’t hide the fact that in the world of hustling rappers, Joc is no Scarface.
Hustlenomic$ just doesn’t add up. There are no compelling stories, sick punch lines or even guaranteed crossover hits. Instead, the material is shallow, unoriginal and boring. Yung Joc is going to have to hustle hard to earn the math off of this disappointing release.
Contact reporter Alex Rush at
diversions@dbk.umd.edu.
